 
Düsseldorf, March 2018 – Getty Images, a world leader in visual communications has joined forces with the Düsseldorf street magazine fifty-fifty and the creative agency Havas Germany to launch a campaign which aims to change the way the homeless community is viewed and drive a narrative of possibility. The ‘Repicturing Homeless’ campaign (http://www.
Members of Düsseldorf’s homeless community, all sellers of the fifty-fifty street magazine, have been hired to model in stock photo shoots for some of the most saleable themes on Getty Images – such as businessman, cook, shopkeeper and traveller. The stock images are now available for licensing on gettyimages.com and iStockphoto.com and will be promoted to Getty Images’ customer base. 100% of the royalties from images licensed go back to fifty- fifty to support the local homeless community. Paul Foster, Senior Director Creative Content at Getty Images, said: "At Getty Images we believe in the power of images to spur change, shift perceptions and evoke empathy, so we could not be prouder to be partnering with fifty-fifty and Havas on this project to re-picture the homeless community. We know the power images can have in making and breaking stereotypes and see this partnership as an opportunity to challenge perceptions around and help raise awareness of the homeless community.” Darren Richardson, Chief Creative Officer Havas Düsseldorf, Executive Creative Director Digital Havas Europe, said: "Instead of showing stereotypical images of the desperation and poverty of the homeless, our campaign aims to surprise people and make them think. Our approach is not to leave anybody sad or guilty, but above all to encourage us all to critically question our often prejudiced ideas about our fellow human beings." Hubert Ostendorf, Founder and CEO of fiftyfifty said: “The public attitude towards the homeless is marked by compassion but many citizens perceive the homeless as helpless and desperate. This photo project is about showing that which is rejected by society also has value." Karl-Heinz Josef Hense, 56 years old, comes from Kaiserswerth Düsseldorf and has been homeless for 25 years. He is one of the fifty-fifty sellers who modelled in the stock images. “I feel like a new man. It was a real pleasure for me to participate. Really.” The partners hope to expand the initiative over time to generate further awareness around the homeless community. |
About Getty Images
Getty Images has done much work over the past few years to help shift negative stereotypes and promote a more inclusive, evolved visual language. Working with partners including Sheryl Sandberg’s Lean In Org, Refinery29, Muslimgirl.com, Be Vocal and Campbell Addy, Getty Images has led the visual industry in the creation and promotion of powerful relevant imagery which reframes concepts such as gender, race, mental illness, LGBTQ and religion. About Havas Group Havas is one of the world's largest global communications groups. Founded in 1835 in Paris, the Group now employs 20,000 people in over 100 countries. Havas Group is committed to being the world’s best company at creating meaningful connections between people and brands through creativity, media and innovation. Based on a client-centric and regional organization, Havas is also the most integrated Group in its sector: the Together strategy is implemented through its Havas Villages, where most creative, media and healthcare teams share the same premises ensuring agility and a seamless experience for clients. Further information about Havas Group is available on the company’s website: www.havasgroup.com Havas Germany’s services span the complete marketing mix from advertising, digital, CRM, public relations, social media, ambient media, design and healthcare. Havas Germany’s client accounts include PayPal, n-tv, Savencia (Fol Epi, Géramont), Peugeot, Citroën, Reckitt Benckiser (Scholl, Dobendan), granini, Olympus, Mondelez, Campari, Linde, RaboDirect and Universal Pictures Home Entertainment. |
Mostrando las entradas con la etiqueta Agency. Mostrar todas las entradas
Mostrando las entradas con la etiqueta Agency. Mostrar todas las entradas
jueves, 17 de mayo de 2018
domingo, 22 de enero de 2017
‘Our Fans’ by Sir Peter Blake takes up residence on Mandarin Oriental Hyde Park, London’s Knightsbridge façade during part of the extensive renovation of this historic hotel.
Hong Kong, 17 January 2017 -- Sir Peter Blake, a leading figure in the art world, and often referred to as the ‘Godfather of British Pop Art’, has been commissioned by Mandarin Oriental Hotel Group to create a collage which will cover Mandarin Oriental Hyde Park, London’s iconic façade during part of the hotel’s comprehensive phased renovation.
The immense collage entitled Our Fans, has been created to provide an eye-catching diversion along Knightsbridge. Our Fans, the largest artwork Sir Peter Blake has ever created, is a collage of 100 prominent faces, from Morgan Freeman and Helen Mirren to Joanna Lumley and Jenny Packham. All are regular guests at Mandarin Oriental Hyde Park, London as well as fans of the Group’s hotels around the world.
“Some of my first works were collages of crowds of people; this piece is in the spirit of The Beatles 1967Sergeant Pepper’s Lonely Hearts Club Band album,” said Sir Peter Blake, the artist responsible for this iconic album cover. It is therefore entirely apt that Sir Paul McCartney and fellow Beatles' bandmate Ringo Starr should feature in the poster, during the 50th anniversary of the album.
The collage has become Blake’s trademark format and one that he has returned to time and again over the years. “This artwork was very different to my usual way of working”, he said. “A collage is very time consuming and laborious, but this was more a matter of arranging the figures and making them work together - making sure no one had a cut-off shoulder or missing legs - that’s the skill of it. It was an amazing project to work on. Hopefully, people passing by will try to spot celebrities they recognize,” he added.
Displayed prominently on the front of the building, this striking work is a visual treat. “We are delighted to showcase this original piece by such a talented artist in London, the home of our European flagship hotel,” said Jill Kluge, Mandarin Oriental’s Group Director of Brand Communications. “Mandarin Oriental Hyde Park is part of the fabric of London life, and this exciting renovation project is designed to confirm it as one of the leading luxury hotels in the world. Sir Peter Blake’s artistic masterpiece not only pays tribute to the city, but also celebrates the Group’s global reach, in a truly original way,” she added.
Mandarin Oriental’s creative advertising agency, LONDON advertising, created the concept of the poster, and interviewed Sir Peter Blake about this project. Click here to view the interview.
Fun Facts about ‘Our Fans’
This piece of art is the size of 38 double decker buses at 70.7m wide and 24.88m high. It weighs over 1055kg and has taken over 10 hours to install. Morgan Freeman, Sir Peter Blake, Sir Paul McCartney are over 15 metres tall. All the confetti pieces are made up of small multi-coloured fans.
This piece of art is the size of 38 double decker buses at 70.7m wide and 24.88m high. It weighs over 1055kg and has taken over 10 hours to install. Morgan Freeman, Sir Peter Blake, Sir Paul McCartney are over 15 metres tall. All the confetti pieces are made up of small multi-coloured fans.
About Sir Peter Blake
Born in 1932 in Dartford, Kent, Sir Peter attended Gravesend School of Art before earning a place at the prestigious Royal College of Art London in 1956. His love of art flourished as he built up a respectable portfolio of work through extensive travels across Europe and beyond. Blake came to the public’s attention and the centre of the London art scene with his first solo exhibition in the 1960’s. His work has featured icons of popular culture from around the world and is appreciated globally. In 1983 he became a CBE and in 2002 received a knighthood for his services to art.
Born in 1932 in Dartford, Kent, Sir Peter attended Gravesend School of Art before earning a place at the prestigious Royal College of Art London in 1956. His love of art flourished as he built up a respectable portfolio of work through extensive travels across Europe and beyond. Blake came to the public’s attention and the centre of the London art scene with his first solo exhibition in the 1960’s. His work has featured icons of popular culture from around the world and is appreciated globally. In 1983 he became a CBE and in 2002 received a knighthood for his services to art.
About the restoration of Mandarin Oriental Hyde Park, London
Mandarin Oriental Hotel Group has embarked on a comprehensive multimillion-pound restoration of its European flagship Mandarin Oriental Hyde Park, London, designed to confirm this historic hotel’s position as one of the best in the world. The hotel remains open throughout the renovation which will be completed in Spring 2018. International designer, Joyce Wang, has been commissioned to oversee the overall design concept, and has taken her inspiration from the hotel’s royal heritage and peaceful parkside location, as well as the glamour of the early 20th century's Golden Age of travel.
Mandarin Oriental Hotel Group has embarked on a comprehensive multimillion-pound restoration of its European flagship Mandarin Oriental Hyde Park, London, designed to confirm this historic hotel’s position as one of the best in the world. The hotel remains open throughout the renovation which will be completed in Spring 2018. International designer, Joyce Wang, has been commissioned to oversee the overall design concept, and has taken her inspiration from the hotel’s royal heritage and peaceful parkside location, as well as the glamour of the early 20th century's Golden Age of travel.
About Mandarin Oriental Hotel Group
Mandarin Oriental Hotel Group is the award-winning owner and operator of some of the world’s most luxurious hotels, resorts and residences. Having grown from its Asian roots into a global brand, the Group now operates 29 hotels and eight residences in 19 countries and territories, with each property reflecting the Group’s oriental heritage and unique sense of place. Mandarin Oriental has a strong pipeline of hotels and residences under development, with the next hotel opening planned in Doha.
Mandarin Oriental Hotel Group is the award-winning owner and operator of some of the world’s most luxurious hotels, resorts and residences. Having grown from its Asian roots into a global brand, the Group now operates 29 hotels and eight residences in 19 countries and territories, with each property reflecting the Group’s oriental heritage and unique sense of place. Mandarin Oriental has a strong pipeline of hotels and residences under development, with the next hotel opening planned in Doha.
Photography of Mandarin Oriental is available to download in the Photo Library of our Media section, atwww.mandarinoriental.com.
Visit Destination MO (http://www.mandarinoriental.
jueves, 19 de noviembre de 2015
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